Two Way TV ad debuts with quiz show theme

A wise-cracking family of game-show freaks stars in Saatchi and Saatchi’s launch campaign for the interactive television company, Two Way TV.

A wise-cracking family of game-show freaks stars in Saatchi and

Saatchi’s launch campaign for the interactive television company, Two

Way TV.



The campaign is backed by an initial spend of pounds 3 million, starting

in the Central TV area on Saturday. It is set to roll out nationally

later this year as the interactive service goes nationwide. Two Way TV

claims it plans to spend up to pounds 20 million over the next 15

months, as the TV work is supported by posters, press and below-the-line

activity.



Two Way TV, one of two interactive television companies launching

nationally this spring, uses set-top boxes and handsets to allow viewers

to participate in game shows.



The TV commercials open on a family in an electrical retailers, who have

been button-holed by a salesman trying to sell them Two Way TV. The

family respond as though it were a game show, putting the beleaguered

salesman off his stride until he slips into the role of gameshow

host.



To background music reminiscent of the hit quiz show, Take Your Pick,

the salesman and family spar with each other verbally until a sale is

made and the family walk off with their prize - Two Way TV.



Directed by Paul Weiland through Paul Weiland Films, the TV commercials

were put together by Saatchi and Saatchi creatives, and overseen by the

joint creative directors, John Pallant and Matt Ryan.



The spots will top and tail ad breaks in game shows such as Family

Fortunes and the Price is Right. Airtime has been bought and planned by

Optimedia so that a 40-second ad will begin each break, followed by a

ten-second slot that explains which programmes the viewer can

participate in at the end.



The Two Way TV system has been on trial in Birmingham for a year, while

its rival, OK TV, has been running trials in the STV and Grampian

regions since last October.



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